Following a period of incarceration in Hollywood, Will Smith successfully reclaimed his position at the pinnacle of his career and even surpassed it.
An unnamed source told Star Magazine that the 55-year-old star is exuding confidence and self-assurance in the fourth installment of the blockbuster franchise, "Bad Boys: Ride or Die," which has earned $395 million globally.
“Now that the movie has become one of the biggest hits of the summer, Will is acting like he’s God’s gift,” the anonymous insider shared.
Will must confront his own humiliation following "the Slap," an incident at the 2022 Oscars where he physically attacked Chris Rock in response to a joke made about Will's wife, Jada Pinkett Smith. After being expelled from the Academy for a decade, he gained greater recognition for his unorthodox marital relationship rather than his professional accomplishments. The film "Emancipation," released in 2022, was a commercial failure.
“There was a noticeable change for the better in him after what happened at the Oscars because his arrogance was tamed. He started listening more than he talked and seemed to be genuinely focused on improving himself,” the undisclosed informant said.
According to the tipster, the buddy-cop film has restored his confidence, causing him to become arrogant once more and abandon most of the individuals he enlisted to assist him in his personal development journey.
Two years ago, the actor gained global attention when he struck Academy Awards host Chris Rock during a live telecast of the annual ceremony, Vox reported. The incident served as a paradigmatic illustration of how not to react when provoked by someone's statements, particularly in front of a vast audience.
Will’s apologies for striking Rock and subsequent resignation from the Academy garnered attention. Once again, he has attracted attention in the media due to his newest endeavor to restore his professional reputation.
According to Jake Coyle of the Associated Press, Smith has been actively promoting his new movie, "Bad Boys: Ride or Die," by avoiding introspective interviews about the Oscars and instead embarking on a high-profile publicity tour. This tour has included attending the supposed inaugural Hollywood premiere in Saudi Arabia, as well as making appearances on various red carpets from Mexico to Saudi Arabia.
“The 55-year-old Smith, who for years was one of Hollywood's most bankable stars, appeared on ‘The Tonight Show With Jimmy Fallon,’ the YouTube series ‘Hot Ones’ and on Friday, made a surprise appearance at a Los Angeles movie theater,” Jake reported.
Public relations and reputation management professionals provided their insights on whether Will's upcoming film will be sufficient to mend and reinstate his public image.
“Will Smith's carefully managed engagement with his fanbase, strategic choice of roles, and embrace of both digital and real-world platforms for interaction offer a blueprint for business leaders and public figures looking to rebuild their brand. These actions, characterized by a blend of authenticity, strategic planning, and personal touch, illustrate how challenges can be transformed into opportunities for deeper connection and brand evolution,” Tenyse Williams, an adjunct digital marketing instructor at Columbia University, George Washington University, and the University of Central Florida, said in a statement.
“From a reputation, crisis management, and public relations expert viewpoint, Will Smith's new movie offers a golden opportunity to reshape his narrative and bounce back from the infamous slapping incident at the Academy Awards. The long-term commitment to image restoration cannot be overstated. Smith's continuous efforts, both on and off the screen, exemplify the persistence required to rebuild a damaged reputation and emerge stronger than before,” Grayce McCormick, founder and principal of Lightfinder PR, said in a statement.
“Will’s return in Bad Boys 4 is a master class in reputation management. By choosing a beloved franchise, he successfully shifts public focus from past mistakes to his acclaimed talent and the roles that have endeared him to audiences worldwide,” Lakesha Cole, the principal publicist at the PR, said via email.
“Smith has been transparent in addressing his actions and taking steps to make amends. This is step one in reputation management and cannot be bypassed. Authenticity and accountability are the cornerstones of effective crisis management. Smith's willingness to be open was really the turning point in rebuilding trust and reconnecting with his fan base,” she concluded.
“Smith can do any number of future films, but even if they are critical or commercial successes, he will always be defined by the Chris Rock slap. I don't foresee him ever returning to the A-list inner circle until years after his banishment from the Academy Awards ends. The fact that Smith's latest film ‘Bad Boys,” appears to be [a] box office success shows that he still has fan appeal. However, I think he has [a] long road ahead for reputation redemption,” Ryan McCormick, co-founder and media relations specialist at Goldman McCormick Public Relations, said via email.
“The strong box office opening numbers [for Smith’s new movie] show that for anyone facing a PR crisis, the key takeaway here is to stay authentic, keep doing good work that aligns with your brand, and show that you can learn and grow from your mistakes,” Jessica Schaefer, a crisis communications expert, said via email.
Business Times has reached out to Will Smith for comments.
